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Chapter 7 Study Guide

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Chapter seven begins by explaining what branding is and why it is important. Then explains why brand equity is important and why it can be beneficial to have high brand equity, and lastly explain how brand equity is developed.
Branding is basically what a customer feels and think when they see a particular brand. Branding begins with a brand, and includes the name logo, and symbols associated with the organization. The brand name, logo, and colors of an organization is the starting point for triggering feelings and attitudes towards the organization. The brand name, logos, and symbols that an association use provide a point of separation from other organizations products in the market. Creating a brand is vital if you are selling anything

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